Published: October 11, 2015 | Yokohama, Japan
Nissan will showcase its concept mini-car “Teatro for Dayz” at the 44th Tokyo Motor Show, which will be held at Tokyo Big Sight and open to the public from October 30 through November 8. Teatro for Dayz is a combination of mobile technologies unlike any previously imagined in a car. Combined with Nissan’s EV technology, this car represents a radical new way of thinking about how vehicles can be used.
Nissan’s research indicated that minicars will be the vehicle of choice for share natives.
Driving = Time disconnected from friends
Owning a car was once a kid’s greatest aspiration. Having a driver’s license confirmed adulthood, and driving symbolized freedom to go where you wanted to go, when you wanted to go there, and to do what you wanted to do. But the generation that went straight from the cradle to the Internet and on to an ever-expanding universe of mobile devices holds different values.
According to Nissan’s Product Planning General Manager Hidemi Sasaki, “The generation now getting their first driver’s licenses has always been connected through digital devices, email, social media and so forth. What moves these digital natives is capturing experiences in photos and videos and sharing them. Friends respond with `likes’ and share the experience further. What’s important is not whether something is experienced personally or virtually. What matters is the process of sharing.”
Sasaki calls this generation “share natives.” For share natives, excitement comes not from ownership of material objects, but from using things to connect with friends and share enjoyment.
For share natives, cars exist outside the orbit of connected life. Many of them describe driving as stressful because they can only share their current experience with the other people in the car. Sasaki says: “What share natives want from cars is not the joy of driving or their own private space, but a better way to connect with friends and share experiences.”
From concept to interior and exterior design, Teatro for Dayz is simple: a clean canvas. When the car is in drive mode, meters, controls and maps appear on a pure white instrument panel. When parked, Teatro for Dayz transforms into an entirely new device. The entire interior, starting with the instrument panel, becomes a live display for a generation wired for connectivity.
Share natives could change Teatro for Dayz’s interior design, matching the look to the season, the weather, or simply the vibe of the day. Some might choose to share a dreamy scene with close friends far away. Others might decorate for an online party and share the moment with friends.